Social media has become a major part of people’s life all over the world. Its influence continues to grow by shaping communication, marketing strategies, and consumer habits globally. According to DataReportal, detailed analysis done by Kepios shows that there were “5.07 billion social media users around the world at the start of April 2024, equating to 62.6 per cent of the total global population.”
Since April 2023, some 259 million new users had joined social media, DataReportal noted in its Global Social Media Statistics report in April. “That equates to annualised growth of 5.4 per cent, at an average rate of 8.2 new users every single second,”
Data from GWI reveals that “the typical social media user actively uses or visits an average of 6.7 different social platforms each month, and spends an average of 2 hours 20 minutes per day using social media.”
“Assuming that people sleep for between 7 and 8 hours per day, these latest figures suggest that people spend roughly 14 per cent of their waking lives using social media,” DataReportal said, noting: “Added together, the world spends roughly 12 billion hours using social platforms each day, which is the equivalent of more than 1.35 million years of human existence.”
According to data.ai, YouTube has the greatest number of active users today with an index of (100%), followed by WhatsApp (83.4%) and Facebook (83.2%). The two Meta platforms are trailed by Instagram (68.0%), Facebook Messenger (51.5%) and TikTok (42.8%). The others are Telegram (32.0%), Snapchat (24.0%), X (formerly Twitter – 22.2%), Pinterest (18.1%), Discord (10.9%), LinkdIn (10.8%), Line (7.2%), Reddit (5.7%) and Threads (4.3%).
The World’s Biggest Social Media Platforms
While Facebook has 3.065 billion monthly active users, YouTube’s potential advertising reach is 2.504 billion. WhatsApp has at least 2 billion monthly active users while Instagram has 2 billion monthly active users. TikTok ads can potentially reach 1.582 billion adults over the age of 18 each month and WeChat (inc. Weixin) has 1.343 billion monthly active users. Facebook Messenger’s potential advertising reach is 1.010 billion. Telegram has 900 million monthly active users. Snapchat has 800 million monthly active users. Douyin has 755 million monthly active users. Kuaishou has 700 million monthly active users. X (Twitter)’s reported potential advertising reach sits at 611 million. Weibo has 598 million monthly active users. QQ has 554 million monthly active users. Pinterest has 498 million monthly active users (DataReportal).
Social Media Trends In Africa
As of 2022, more than 384 million Africans were using social media, according to Statista, which says social media penetration is “considerably higher in Northern and Southern Africa than in other regions”. Statista, in a January 2024 publication, notes that as of February 2022, some 56 per cent of the population in Northern Africa used social media, 45 per cent in Southern Africa, and eight per cent in Central Africa. Per the data, WhatsApp is the most preferred social media platform in Ghana, Kenya, Nigeria, and South Africa while Egyptians and Moroccans prefer Facebook. Facebook, the data revealed, is the leading social media platform in Africa in terms of market share. “Since January 2021, Facebook has maintained traffic generation capabilities of over 50 per cent. YouTube and Twitter followed with a share of around 9.4 per cent and 3.8 per cent, respectively, as of May 2022. In absolute terms, there were 271 million Facebook users in Africa in 2022, a number forecast to reach over 377 million by 2025. Furthermore, YouTube had around 180 million African users, while Twitter’s user base stood at about 24 million as of the same year,” Statista pointed out.
In regional terms, Statista revealed that Northern Africa had the largest number of users on all social media platforms. “For example, there were almost 104 million Facebook users in the northernmost region of the continent in 2022, followed by Western Africa with nearly 58 million. The user base of the rising social network TikTok also followed the same pattern. The potential advertising reach of TikTok in Northern Africa attained almost 28 million, higher than 7.5 million in Southern Africa. Additionally, in four out of five regions of the continent, there were more male social media users, hovering around a share of 60 per cent. Only Southern Africa had a slightly higher percentage of women on social media”.
As of 2024, the most popular social media platforms in Africa are the following:
1. Facebook is used by 82% of social media users in Africa. It’s a primary platform for communication, with users engaging to keep in touch with friends and family, discover news, and make new connections (StatCounter Global Stats) (GeoPoll).
2. Extremely popular across the continent, especially in countries like South Africa and Kenya, WhatsApp is used by 93.9% of social media users in South Africa. It serves as a key communication tool due to its ease of use and widespread adoption (GeoPoll).
3. Rapidly growing in popularity, TikTok has a 60% active user rate. Users primarily engage with TikTok for entertainment, humour, and educational content (GeoPoll).
4. Used by 54% of social media users, Instagram is favoured for its visual content. Users engage with the platform to explore creative content, follow influencers, and share personal photos and stories (GeoPoll).
5. With 49% of respondents using X (formerly Twitter), it is a significant platform for following news sources, connecting with like-minded individuals, and participating in discussions (GeoPoll).
6. Known for professional networking, LinkedIn has a 28% active user rate, with users leveraging it for job hunting, career advancement, and professional networking (GeoPoll).
The Dark Side Of Social Media
Social media has many good sides. It connects people across countries and continents, facilitates easy and cheap communication at the click of a button, provides entertainment for millions of people, gives companies and corporate brands the opportunity to advertise their products and services, and offers a readily available and cheap platform for people to exhibit their talent. Social media have a whole raft of advantages and people across the world are milking them for cash through ads. It has even provided digital jobs for the youth who monetise their content on the various platforms. As a result, they are able to sit in the comfort of their homes while raking in wads of dollars. However, while others use social media for good, others have taken advantage of some of its loopholes and using it for evil. Cyber-bullying, cyber-fraud, identity theft, misinformation, disinformation and radicalisation of the youth are some of the bad ways in which some people have found social media useful.
For the purposes of this article, the focus will be on the radicalisation of the youth through social media platforms.
What Is Radicalisation?
Radicalisation is the process by which individuals or groups adopt extreme political, social, or religious ideologies and advocate or engage in, violence to achieve their goals and change the status quo. This process can lead to violent extremism and terrorism, posing significant security threats globally (Wikipedia).
Drivers of Radicalisation:
o Socio-economic Factors: Marginalisation, unemployment, and lack of education can make individuals vulnerable to radical ideologies.
o Political and Grievance-Based Factors: Perceived injustices, political disenfranchisement, and human rights abuses can fuel radicalisation.
o Personal and Psychological Factors: Identity crises, mental health issues, and a need for belonging or purpose can drive individuals towards extremist groups.
Processes and Methods:
o Online Radicalisation: The internet and social media are key platforms for spreading extremist propaganda, recruiting, and coordinating activities.
o In-person Recruitment: Extremist groups often recruit through social networks, religious institutions, and community gatherings.
o Prisons: Radicalisation can occur in prisons where extremist ideologies can spread among inmates.
Role Of Social Media In Youth Radicalisation
Social media plays a significant role in the radicalisation of youth, acting as a platform for extremist groups to recruit and influence young individuals. Several factors contribute to this phenomenon:
1. Accessibility and Engagement: Young people are avid users of social media platforms like Instagram, Twitter, and TikTok, making them accessible targets for extremist recruiters. These platforms are favoured by extremist groups due to their popularity and the vast number of young users they attract (Internet Matters) (GNET).
2. Algorithmic Influence: Social media algorithms are designed to keep users engaged by recommending content based on their interests and behaviour. However, these algorithms can also trap users in echo chambers, exposing them to increasingly extreme content without alternative perspectives. This process can deepen the susceptibility of youth to radical ideologies (We Are Restless).
3. Emotional and Ideological Appeal: Extremist groups exploit the idealism and emotional vulnerabilities of young people. By addressing grievances, promoting a sense of belonging, and offering seemingly purposeful missions, they can attract and recruit young individuals (We Are Restless) (Internet Matters).
4. Circumvention of Moderation: Despite social media platforms’ efforts to moderate and remove extremist content, extremist groups often find ways to bypass these measures. They create backup accounts and use multiple platforms to redirect followers to less regulated spaces like Telegram, where they can share more extreme content without censorship (GNET).
5. Local and Cultural Relevance: Extremist recruiters often tailor their messages to resonate with local and cultural grievances, making their appeals more effective. This localised approach increases the relevance and impact of their recruitment efforts (GNET).
Specific Examples Of Social Media Radicalisation
Extremist groups such as ISIL, Boko Haram, and al-Shabaab have variously used social media to radicalise Africa’s youth. These groups use different social media platforms to recruit, indoctrinate, and communicate with young people, leveraging their widespread reach and the relative anonymity they provide.
1. Recruitment and Indoctrination: Extremist groups like ISIL have developed sophisticated online strategies to attract young recruits. For instance, ISIL has used platforms like Facebook, Twitter, YouTube, and WhatsApp to disseminate propaganda and connect with potential recruits. They exploit the social and economic vulnerabilities of young people, offering them a sense of purpose, community, and financial incentives (World Economic Forum) (Human Rights Pulse).
2. Specific Cases: In South Africa, a notable example involved a 15-year-old girl from Cape Town who was intercepted before she could join ISIL. This case highlights how Daesh (another name for ISIL) uses social media to reach out to impressionable youth, convincing them to join their ranks. Evidence found in her possession showed she had been in contact with ISIL recruiters through online platforms (Human Rights Pulse).
3. Regional Impact: Research by RAND Europe, commissioned by the United Nations Development Programme (UNDP), explored social media’s role in radicalisation across several African countries, including Cameroon, Chad, Kenya, Nigeria, Somalia, Sudan, and Uganda. The study found that social media is a critical tool for these groups, enabling them to publicise their actions, recruit members, and spread their ideology. Al-Shabaab and Boko Haram also utilise social media, albeit less sophisticatedly than ISIL (World Economic Forum).
Government and Policy Response
Governments in Africa have been attempting to address this issue through various counter-radicalisation interventions. However, there is a need for more comprehensive strategies that integrate innovative technological approaches to effectively combat online radicalisation (World Economic Forum).
Prevention and Counter-Radicalisation:
o Community Engagement: Building resilient and inclusive communities helps mitigate the factors that lead to radicalisation.
o Education and Awareness: Promoting critical thinking, digital literacy, and awareness of extremist tactics are crucial.
o Interventions and Deradicalisation Programmes: These include mentoring, counselling, and rehabilitation programs for individuals at risk or already radicalized.
Regional and Global Efforts
• European Union: The EU has established the EU Knowledge Hub on Prevention of Radicalisation to support stakeholders with tools, research, and best practices to counter radicalisation. This initiative builds on the Radicalisation Awareness Network (RAN) which facilitates collaboration among practitioners, researchers, and policymakers to address and prevent radicalisation effectively (Migration and Home Affairs) (Migration and Home Affairs) (Migration and Home Affairs).
• United Kingdom: The UK has outlined a comprehensive approach to combat extremism by identifying behaviours that negate fundamental rights and freedoms, undermine democracy, or enable the spread of extremist ideologies. This approach includes monitoring, regulation, and the promotion of democratic values and social cohesion (GOV.UK).
Challenges
• Evolving Nature of Extremism: The methods and ideologies of extremists continually adapt, requiring ongoing vigilance and adaptation of counter-radicalisation strategies.
• Balancing Security and Civil Liberties: Efforts to prevent radicalisation must also protect freedoms of expression and belief, ensuring measures do not infringe on civil liberties.
Efforts to counteract this trend include enhancing social media literacy among youth, promoting critical thinking, and implementing comprehensive community-based prevention programs. These measures aim to equip young people with the skills to recognise and resist manipulative tactics used by extremists, ultimately reducing the risk of radicalisation (GNET) (Internet Matters). Addressing radicalisation requires a multifaceted approach that includes prevention, education, community engagement, and international cooperation to tackle the root causes and manifestations of extremism.
